| Titan also changes its positioning and evolved from
'Titan' to 'The World of Titan' which Kurien averred made a world
of a difference. Another point in note for store design specifically
was that what was correct today might not be relevant tomorrow. Also,
showing less did not mean selling less. Clusters of product is a definite
no-no. On the display window, it is essential only to showcase a few
and the rest to be displayed on the counter. Kurien's ending words
were that VM in India is going to be the link between brand communication
and the product.
Up next was R Kannan, director and president RAMMS India who threw
light upon how to grow the POP business and how to build long term
strategies for tomorrow. Citing HLL's example, Kannan pointed out
that POP was the central theme of HLL's entire brand communication
plan . He said the return on investment (ROI) from POP is a lot
higher than the ROI on advertising.
Delving into viewpoints both of the client and the players in POP
business, Kanan highlighted that a lot of brand managers today still
look at POP as a last minute post-launch promotional activity. He
stressed on the fact that today companies have to look at POP as
an integral part of the launch. Brand managers also felt that the
POP players lacked credibility, innovation and understanding of
the holistic business. On the other hand the POP players felt that
POP was always a last minute rush, where delivery and cost were
the most important factors rather than quality.
Kanan said that to formulate a long term strategy for growth, one
needs an integrated solution which will lead to the emergence of
POP agents. The need of the hour was also stated as the POP business
to develop their skill sets and get out of the rut of taking orders
from their clients. There is a need for players in this space to
demonstrate more accountability, understanding of customer behavior
and marketing skillsets. The POP players need to give broader solution
and finally evolve as one stop shops for POP.
HLL's head (personal wash) Gopal Vittal talked about a marketers
perspective on POP advertising at work and the power of below the
line. Stating that there was more to advertising than television,
Vittal said it is getting increasingly important to influence your
customer in multiple ways. Stating some current market realities,
he pointed out that today the battle for the wallet was not just
within the category his product was in but, across varied categories.
Forty per cent of advertising today is ignored and 60 per cent is
surfed upon superficially. Differentiation among products is getting
more difficult and today's consumer is influenced by a wide variety
of stimuli. The message was clearly to move beyond eye-balls to
making products talking points. And to move from traditional media
to more innovative non-traditional ways.
The most awaited session of the day was Martin Pegler's workshop
on VM. Referring to a retail store as above the water line. A question
that Pegler asked the audience was that do the retailers in India
realize that they are dealing with the new age shopper? Mapping
current trends Pegler pointed out the teen boys and the metrosexual
man as the new shopper.
What does today's shopper need?
The today's shopper needs to be stimulated. The stimuli needs to
come from entertainment and interactivity that appeals to the customers.
Stating key pointers in clever VM, Pegler pointed out the following:
1) Fixtures within a store need to be movable & dismantable
2) Ambience plays a very big role in ensuring value for money to
customers.
3) There is an increasing trend of stores beginning to warm up and
get friendly
4) Effort needs to be made to integrate commercial with community,
ensuring customer spend longer hours at the store.
5) Bright strong colours and illuminated back light are interesting
concepts
6) Use of graphics which compliments your display and design
7) Bringing in of subtle smells
8) Freedom for customers to touch and feel the product.
9) Daylight being brought back into the stores via skylight.
10) Mannequins used a fashion runway to make a statement.
11) Use of colours, sizes, style in a logical sense while arranging
products.
All in all, Pegler's parting words were VM is nothing but a lot
of common sense. It is essentially arranging merchandise in an alluring
and accessible manner which keeps it simple for the customer. "You
have to know how your shoppers shop."
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